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Global begins The Morning Show campaign

Television station Global Toronto has begun a new advertising campaign for its program The Morning Show. The effort makes use of the theme, "We can't make you a morning person, but we can make your mornings better." It includes out-of-home advertising in the Greater Toronto Area, accompanied by 15- and 30-second television commercials and online advertising. The campaign also includes a series of street activities that will run this week. Promotional workers in branded clothing will distribute prizes to commuters and pedestrians. These will include transit passes, parking fees, restaurant meals and grocery store gift cards. This component is being conducted by Mosaic of Toronto. The program will also run an on-air contest asking viewers to describe via its website how The Morning Show could help with their morning routine. "With this campaign we wanted demonstrate that we understand our core demographics' mornings, be it the hurried business professional rushing to work or the parent frantically packing lunches for their kids, and the trials they sometimes have to go through to make it out the door," said Sherida German, senior director of marketing at Global News. "By offering a thoughtful, helpful reprise, we're presenting The Morning Show as the light, fun and intelligent bright spot to an otherwise hectic morning routine." Global is owned by Shaw Media.